JENNIE x Vaseline: Why It Actually Makes Perfect Sense
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2 min
The $3.99 petroleum jelly discourse, explained.
When our beloved JENNIE from BLACKPINK, the princess of rap, megastar and muse was announced as Vaseline’s first ever global ambassador, the internet inhaled at the same time and had one collective thought: “Huh??”
Because why is one of the most luxurious women alive suddenly the face of a $3.99 plastic tub of petroleum jelly that sits next to some non-brand cotton pads in Chemist Warehouse?
Respectfully… I was also confused; yes I know she’s THE JENNIE who could probably convince me to buy bottles of air from O’Hare Air, but is this really the route we’re taking for her brand image?
Like, aren’t you devaluing your brand or something?
But then I thought about it a little harder:
The Internet Thinks: Luxury = Expensive 💸
(But That’s Actually Outdated Branding)
Modern celebrity branding doesn’t work like it used to anymore. While you might think JENNIE is too luxurious for Vaseline, it doesn’t actually matter - consumers are EXHAUSTED.
Influencer saturation is in fact real, and the constant influx of creators promoting $120 serums that they’ve tried a total of twice while preaching it’s their ‘holy grail’ is losing its magic.
Aspiration through exclusivity isn’t fun anymore - people aren’t silly, and they know what's actually real. They want routines and habits that feel believable (or even better, match theirs) and this, THIS is where JENNIE x Vaseline elevates something already familiar in culture.
Creds: Pinterest
JENNIE, The Vaseline Addict 🤩
(She’s BEEN Manifesting This)
Creds: Pinterest
The real fans been knew about this; she's basically been doing free PR for Vaseline for years!
This is the same girl who keeps three tubs of Vaseline at her bedside table, claims if she were stranded on an island she would want to die with moisturised lips, and reapplies it like it’s her full time job even in the most dire situations.
From a PR perspective, this is the most on-brand qualification and credible qualification for an ambassador that we’ve ever seen - name a better duo, I’ll wait.
From 'Apartment 404'
It’s More Than Just a Product
(And It Hasn’t Been For A While)
Creds: Pinterest
Have you ever referred to your Vaseline as “my petroleum jelly?” Nope.
Here’s where the math starts to math, and the puzzle starts puzzling a little less. Vaseline isn’t really “just another beauty product,” it's a proprietary eponym - like how you say “Google it” or say that something is “Photoshopped” and your lip balm is a “Chapstick.”
The name becomes the category; it’s that iconic.
JENNIE isn’t just promoting a cheap drugstore item, she’s endorsing one of the most culturally embedded beauty products of all time (this is the part where you start nodding your head) - this isn’t about the price, this is about legacy.
Creds: Pinterest
Luxury Is Lame 🚮🤏
(And JENNIE Knows It)
Creds: Pinterest
The actual genius thing about this partnership is that JENNIE has transformed Vaseline into something more than a luxury product: Vaseline is cool.
Suddenly, the secret product you keep at your nightstand is something you can openly admit to loving - it’s aesthetic. It’s intentional. Not performative. It’s something you already know could never do you any wrong.
The price tag being the biggest criticism is ironic, because it’s actually the strongest part of this whole campaign. Everyone can participate - and that’s what creates intimacy and the proximity to JENNIE that we all desire.
Creds: Pinterest
Once you strip away the initial confusion, the collaboration isn’t actually random at all. It’s intentional, well thought out, and quite frankly pretty genius! It’s a perfect reflection of what beauty culture needs, and where it’s headed; less exclusivity, more emotional connection.
With all that said, do we reckon slugging is about to make a comeback…
Let me know your thoughts, Beauties x
